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shared by Alex Street on 03 Sep 12 - No Cached

decided to create a game - 'The Pepperhood'
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25,700 sampling coupons to non-users
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Facebook/Nielsen study showing that brand communication exposure quadruples purchase intent from 2% to 8%
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flash games, user-generated content, puzzles, quizzes and choose-your-own-adventure challenges.
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Merchandise and giveaways were used to incentivise participation
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classic problem of low budget in the very heavily advertised soft drinks secto
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ensure variety in gameplay, agency Zone worked with Dr Pepper t
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